Larry Mark

Ad Sales, Ad Ops, Planning and Strategy @The New York Times

New York, NY, US

2012 - present) Ad Ops Governance, Salesforce.com implementation, Manage Recruitment, Diversity, Inclusion & Classifieds Advertising and call center; Market Share, Forecasting; Predictive/Prescriptive Analytics. Transitioned from Monster to white-label solution (TTR: TimesTalentReach; SEO/SEM, Social Media, Prod Dev, Pricing); Pipeline design. Manage sales & prospecting teams, Classified Ad & Recruitment Revenue, generating about $45MM/Yr. Member of Ad Acceptability Team (2011-12) Ad Product Planning & Online Strategy Manager; Revenue Analysis/Forecasting; Market Share Measurement-Analysis; Modeled online subscription rev, paywall pricing sensitivity; audience insight new prod dev; content strategy, content monetization strategies; & KPI for senior leadership(20••••11) Director of Ad Performance Measurement and Metrics; Manager for Inside Sales ($150MM); KPI Reporting. CRM Design/Implementn. Director of SFBay, Chicago, & Texas Report sections of NYT. Business Dev, Mgt Team for Sales Outsourcing Projects and suburban office consolidation. Revenue forecasting and P&L profitability analysis of special sections and products. Management of outsourced vendors; benchmarking, and KPI analytics.(19••••01) Consumer Marketing/Circulation Manager: Market Expansion Analysis; City Selection, Household Scoring for Customer Retention, Acquisition, LTV LifeTimeValue, Multicultural Mktg, CHAID segmentation, & GIS/ESRI projects(19••••97) Helped launch NYT Database Marketing; nascent devel. of reader databases, Claritas/Census; added value ad programs; audience research; re-designed NYT delivery/TMC zones. Leveraged behavioral/purchasing data to target. Created and applied the industry\'s strictest data privacy policy.Co-Director of TIMES PARTNERS, mentoring program w/ - Adolph Ochs SchoolGuest Adjunct - Mktg Analytics, TKU Univ,\'13-\'16; Natnl Ilan Univ,\'17-\'18; Presenter-NCDM Analytics Conference